Services
- Graphic Design
- Copywriting
- Videography
- Website Design
- Website Development
- Marketing Campaign
Overview
Every year, millions of parents, grandparents, and relatives slip scratch lottery tickets into stockings, greeting cards, and birthday gifts for children. It’s seen as harmless fun. But research shows that early exposure to gambling can significantly increase the risk of future gambling addiction.
That’s why Evergreen Council on Problem Gambling (ECPG), in partnership with the Washington State Lottery, launched the Gift Responsibly Campaign—a public awareness initiative aimed at shifting holiday gifting habits. By educating adults on the risks of gifting scratch tickets to children, the campaign sought to encourage responsible choices while reinforcing the importance of problem gambling prevention.
The Goal:
- Raise awareness of the risks of gifting lottery tickets to minors.
- Position responsible gifting as an easy yet impactful way to prevent future gambling problems.
- Encourage behavior change among parents, grandparents, and other gift-givers.
Strategy
Understanding the audience was key. Research showed that adults who gifted scratch tickets to minors often had positive childhood memories of receiving them. They didn’t view it as gambling. To counter this, ECPG focused on relatable storytelling and educational messaging.
Visual & Digital Execution
We rolled out an integrated multi-platform campaign, including:
- Animated PSA videos (15-second & 30-second versions)
- A dedicated landing page with facts, alternative gift ideas, and resources for responsible gifting
- Social media graphics & messaging tailored for organic and paid reach
- Retail signage at lottery ticket counters
- Press & media outreach to boost awareness
- Washington Lottery kiosks to expand reach
To maximize impact, the campaign leaned into the visual familiarity of scratch tickets while subverting expectations with the responsible gifting message.
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